Category: Branding Thoughts

The benefits of having a strong brand are tremendous. Strong brands charge premium pricing; they thrive during economic downturns; they attract great employees, partners and customers; and they can extend into new business areas with ease.
However maintaining a strong brand is a whole new challenge by itself. It is essential that you maintain consistency throughout all the touch points of your brand, from the brand story, vision of your company right down to marketing communications material, retail design and even the website.

Every brand has a message. That message can be communicated in a number of ways, and one of the most crucial tools in your brand messaging toolkit is one of the most simple.
Storytelling.
Don’t you just love a good story? Well everyone does. And similarly for your business, it is essential that you have a brand story. The story and meaning of a brand is its most valuable and irreplaceable asset. Stories capture our imaginations, intrigue and engage us. And more importantly, having a brand story greatly helps customers in remembering your brand.
We are hard-wired, as a species, to connect to stories. That is why some of the most effective teachers throughout history were master storytellers. We’ll quickly forget carefully-crafted statements, and even the most profound principles, but we’ll remember a compelling story, sometimes for decades. And even pass it down for generations.

Most small businesses can’t afford to invest thousands of dollars in advertising and promotion every week. They have to rely on making the greatest possible impact with a small budget. The starting point for many of them is a well-thought-out positioning statement that captures the essence of the company and then gets translated into a meaningful and memorable tagline.

Selecting an appropriate name for your business is without doubt one of the most difficult tasks. Making that final decision is a lofty goal, as it is the chosen name that takes you out to your clients and consumers.
So what makes a winning brand name?

Imagine that you are interested in purchasing a new car, how would you go about doing it? Majority of people would probably ask their relatives and friends for advice on certain car brands, try to find more information from car journals or websites, make a trip down to the car dealerships and ask questions. After all, a car is a rather high investment, and doing such research beforehand is but a routine to safeguard our interests.